The Influence of e-WOM using TikTok Application among Gen-Z

Abstract

Rapid growth of technology has changed most of our daily activities start waking up from bed to build a mega building. Marketers have made e-WOM as a marketing strategy to market and broadcast their products or services. The e-WOM or viral marketing can reach a broad audience since everyone uses the device daily. People start to connect to each other using device and the device has changed our daily routine. Before marketers or a firm launch such a strategy, we need to learn and understand how consumers react towards e-WOM. The content of the message should be interesting to make customers spread the message to others. If the source of the content from unknowns, the message is highly not to be spread from the person. People will spread the message if the content of the message is fun, joyful, or interesting for them. This study is persistence to investigate the factors namely content, source credibility, distribution platform and entertainment that influence Gen-Z attitude towards e-WOM. Findings indicated that source credibility, distribution platform and entertainment were significant while content have no significant relationship with Gen-Z attitude. Thus, it is important to understand the factors that influence Gen-Z attitude towards e-WOM. The right platform can give big impact to marketers and firms because it reached the target audience.